Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Hair Care in South Africa

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Executive Summary

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PROSPECTS

Ethnic hair care drives growth

Over the review period, there were notable new product launches in the ethnic space. Retailers and beauty specialists have been increasing their brand offering in the ethnic hair range to include a better variety of products.

Shift towards more natural products

There is a noticeable shift away from chemical-based products to hair care containing natural ingredients. With greater access to information, consumers are realising the long-term effects that harsh chemicals can have on their hair.

Dry shampoo is a growing niche

Dry shampoo remained a small category within hair care although it is gaining in popularity. Some drought- stricken areas in South Africa, where consumers have had their water rationed, led to the popularity of this product.

COMPETITIVE LANDSCAPE

Procter & Gamble retains leadership of hair care

Procter & Gamble retained its leadership of hair care in 2018 despite continuing to lose value share. It was closely followed by L'Oréal South Africa.

Local player specialises in ethnic hair care

Amka Products (Pty) Ltd was the third strongest player in 2018, holding a firm grip on ethnic hair care. The company has historically catered primarily for African hair and dominates perms and relaxants.

Category likely to become increasingly fragmented

With the emergence of locally-manufactured brands that are sold mostly through informal channels such as social platforms, the level of fragmentation within hair care is expected to increase. Locally-manufactured products using natural ingredients and produced on a smaller scale are likely to gain further popularity.

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